EFFECT OF STORE ATMOSPHERE ON CUSTOMER PURCHASE INTENTION IN BHATBHATENI SUPERMARKET OF KATHMANDU VALLEY
Date
2024
Authors
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Journal ISSN
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Publisher
Shanker Dev Campus
Abstract
This study looked into how store ambient cues affect customers' decisions to buy at a
supermarket in the Kathmandu Valley. The supermarket, which is open across Nepal,
is the biggest retail establishment there. The study examined a number of ambient cues, including temperature, lighting, cleanliness, music, and product display, to see how
those factors affected consumers' intentions to make a purchase. This study examined
how customers' total purchase intentions during their shopping experience are impacted
by the environment of the store. According to the study's findings, customers' intentions
to buy are significantly influenced by factors such as temperature, lighting, cleanliness,
and product display, but not by music. The findings of this study suggest that store
managers and owners should prioritize maintaining cleanliness, lighting, temperature,
and product display as key store stimuli that align with the attitudes and perceptions of
their customers. The store is required to keep their space clean, and the merchandise
must be kept dust-free and in a nice and orderly manner. Since cleanliness is becoming more and more important to people, the store should always maintain a clean and
healthy environment. More clients are drawn in and encouraged to make repeat
purchases because of the cleanliness. The results indicate that in order for the product
and its information to be easily viewed, retailers or store owners need to control the
illumination. Whenever possible, lighting should use multiple colors to complement the
surrounding context and maintain visibility. business managers are recommended to
create a cool ambiance in their business to make consumers feel cool and relaxed when shopping, as the findings reveal that people tend to feel uncomfortable when the
temperature in the store is too high or low. In a similar vein, the product presentation
ought to be easy for buyers to peruse and interact with.